Men's grooming kits years ago consisted of deodorant, shaving cream, cologne and maybe soap-on-a-rope. Men's grooming supplies and services have seen a monumental surge in popularity in recent years. From washing to waxing, products and spa treatments tailored specifically to men's needs; they are not simply on the rise - they have arrived.
But looking around the beauty supply stores stocked with these products, one has to ask, where are the men?
Chris Rovny, fashion correspondent for AskMen.com, says that 'men are generally lazy creatures by nature', so when he began researching men's grooming products for a recent column he decided to endorse only products that were available online 'so you can purchase them without even having to venture into a mall'.
Some men may hesitate before approaching the beauty counter, but Rovny was astounded to discover how many searches were done every day from guys seeking advice on grooming and related products.
Christian Courtin-Clarins, the son of Clarins founder and the chairman of Groupe Clarins, says the demand from men for products tailored to their needs has been driving the market. 'We are constantly asking customers for their opinions on the products and what they want,' he says.
The experts say that like women, men have moved away from soap-based cleansers towards gels or milks that don't dry the skin. Eye creams and moisturisers are very popular among men who already use a men's brand cleanser.
What men want from products is driven by function. Some lines for men, such as Kiehl's, are even arranged as pre-shave, shave and post-shave.